Sybex

Home Certification IT Administration Architecture & Design
3D Animation & CGI Internet Marketing
Print this page Share
E-book

Social Media Marketing: An Hour a Day, 2nd Edition

Dave Evans, Susan Bratton (Foreword by)
ISBN: 978-1-118-24054-0
432 pages
February 2012
Social Media Marketing: An Hour a Day, 2nd Edition (1118240545) cover image
Updated with 100 pages of new content, this edition is better than ever

In the newest edition of his top-selling book, social media expert Dave Evans bypasses theory to provide you with practical, hands-on advice on developing, implementing, and measuring social media marketing campaigns. In what can be an overwhelming topic, he demystifies the jargon, dispels the myths, and helps you develop an effective, day-by-day plan.

Revised and updated with more than 100 pages of new material on all the latest developments, Evans includes new and updated coverage on Facebook, Twitter, and Google+; the latest on listening and analytics platforms; how to incorporate mobile and location-based services like Foursquare and Gowalla into your plan; and more.

  • Helps marketers, advertisers, and small business owners quickly develop effective, practical approaches to social media marketing campaigns
  • Highlights the latest you should know about Facebook, Twitter, and Google+; as well as mobile- and location-based services such as Foursquare and Gowalla
  • Shows you how to track and measure results and integrate that information into your overall marketing plan
  • Features case studies, step-by-step instructions, and hands-on tutorials

If you've been seeking ways to break down social media marketing into tasks you can handle and campaigns that deliver, this is the book you need.

See More
Foreword xix

Introduction xxi

Part I The Foundation of Social Media 1

Chapter 1 Backlash 3

The Early Social Networks 4

The Pushback Begins 6

A Big Boost from an Unlikely Source 6

Why Does This Matter? 7

The Backlash: Measured and Formalized 11

The Main Points 14

Chapter 2 The Marketer’s Dilemma 15

The Roots of Avoidance 16

Early Online Word of Mouth 19

The Social Web Blooms 26

Nielsen Adds Social Metrics 28

The Main Points 30

Chapter 3 What Is Social Media? 31

Social Media Defined 32

Is Social Media Accurate? 34

Social Media and Marketing 37

Social Media as a Guidepost 39

Social Media’s Impact on the Purchase Funnel 41

The Social Feedback Cycle 42

The Elements of Social Media 45

The Main Points 48

Part II Month 1: Prepare for Social Marketing 49

Chapter 4 Week 1: Web 2.0, The Social Web 51

Social Networks: The Power of the Collective 52

Sarnoff's Law 53

Metcalfe's Law 53

Reed's Law 54

Social Media Begins Here 56

Week 1: Engaging with Social Media 57

Monday: Using Blogs and Wikis 58

Tuesday: Multimedia 62

Wednesday: Microblogs and Tagging 66

Thursday: RSS 70

Friday: Social Networks 73

The Main Points 78

Chapter 5 Week 2: The Social Feedback Cycle 79

Social Media in Marketing 80

Consideration and the Purchase Funnel 83

Consumer-Generated Media 87

Create Your Social Feedback Cycle 92

The Social Feedback Cycle 92

Monday: Define Campaign Objectives 93

Tuesday: The Awareness Phase 95

Wednesday: The Point of Sale 96

Thursday: Gathering Insights 98

Friday: Your Social Feedback Cycle 101

The Main Points 103

Chapter 6 Week 3: Touchpoint Analysis 105

Touchpoints and the Social Web 106

Identifying Touchpoints 110

Quantifying Touchpoints 113

Monday: Gather Your Touchpoint Data 114

Tuesday: Organize Your Data 118

Wednesday: Evaluate and Rank Your Data 123

Thursday: Analyze Your Data 127

Friday: Plan Your Next Steps 128

The Main Points 129

Chapter 7 Week 4: Influence and Measurement 131

Influence and the Social Web 132

Quantifying the Conversation 137

Monday and Tuesday: Influence and Metrics 138

Wednesday: Applying Influence: Social Media 143

Thursday and Friday: Metrics—From Influence to ROI 147

The Main Points 154

Part III Month 2: Social Media Channels 155

Chapter 8 Week 1: Build a Social Media Campaign 157

How Is Social Media Different? 158

Quantifying the Social Feedback Cycle 160

Monday: Combining Touchpoints and Feedback 161

Tuesday: Applying Social Media Metrics 162

Wednesday: Social Media Channels 167

Thursday and Friday: Social Media and the Purchase Funnel 174

The Main Points 183

Chapter 9 Week 2: Social Platforms 185

Building Social Networks 186

Monday: Build a Social Network 187

Tuesday: Participate in the Social Web 193

Wednesday: Social Application Platforms 197

Thursday: Understand Customer Communities 203

Friday: Work with Social Platforms 206

The Main Points 211

Chapter 10 Week 3: Social Content—Text, Photos, Audio, and Video 213

Advertising and the Social Web 214

Monday: Explore Corporate Blogs 214

Tuesday: Experience Microblogs 221

Wednesday: Consider Photo and Video Sharing 226

Thursday: Experience Audio and Video Podcasting 233

Friday: Create Your Social Media Marketing Plan 238

The Main Points 240

Chapter 11 Week 4: Social Content—Ratings, Reviews, and Recommendations 241

Marketplace Conversations 242

Building Consensus 244

Monday: Understand Consensus and Marketing 245

Tuesday: Win the Popularity Contest 254

Wednesday: Apply Recommendations 258

Thursday: Get There Faster 260

Friday: Build Your Plan 265

The Main Points 267

Chapter 12 Week 5: Social Interactions 269

Connecting the Dots 270

Managing Social Information 271

Monday: Events and Calendars 275

Tuesday: Mobile and Location-Based Media 280

Wednesday: Status Notices and Activity Streams 283

Thursday: Activity Feeds 285

Friday: Social Information and Marketing 288

The Main Points 291

Part IV Month 3: Complete Your Plan 293

Chapter 13 Week 1: Objectives, Metrics, and ROI 295

The Basis for Social Media Metrics 296

Define Your Objectives and Audience 296

Key Performance Indicators 297

What and Where to Measure 298

Choosing Social Media Metrics 302

Metrics in Motion 303

Content Metrics 303

Relevance Metrics 305

Impact Metrics 306

Real-World Connections 307

Audience 308

Influence 309

Engagement 309

Loyalty 310

Action 311

Planning for Measurement 312

Monday: Your Business Objectives 313

Tuesday: Your Audience 313

Wednesday: Content Metrics 315

Thursday: Relevance Metrics 316

Friday: Impact Metrics 317

The Main Points 318

Chapter 14 Week 2: Present Your Social Media Plan 319

Create Your Plan 320

Monday: Affirm Your Business Objectives 322

Tuesday: Define the Opportunity and Choose Your Methods 325

Wednesday: Select Your Channels 330

Thursday: Select Your Metrics 337

Friday: Write and Present Your Plan 341

The Main Points . 342

Appendix A Worksheets 343

Worksheets Part II 344

Chapters 4–7 344

Chapter 4: Week 1: Web 2.0, The Social Web 344

Chapter 5: Week 2: The Social Feedback Cycle 349

Chapter 6: Week 3: Touchpoint Analysis 353

Chapter 7: Week 4: Influence and Measurement 357

Worksheets Part III 362

Chapters 8–12 362

Chapter 8: Week 1: Build a Social Media Campaign 362

Chapter 9: Week 2: Social Platforms 366

Chapter 10: Week 3: Social Content—Text, Photos, Audio, and Video 369

Chapter 11: Week 4: Social Content—Ratings, Reviews,

and Recommendations 372

Chapter 12: Week 5: Social Interactions 375

Worksheets Part IV 379

Chapters 13 & 14 379

Chapter 13: Week 1: Objectives, Metrics, and ROI 379

Chapter 14: Week 2: Present Your Social Media Plan 382

Appendix B Additional Social Media Resources 387

Industry Experts 388

Industry Blogs and Resources 388

Agencies and Social Media Practitioners 389

Social Networks and Services 389

Metrics Platforms and Listeners 390

Index 391

See More
Dave Evans is a VP of social strategy at Social Dynamx, a software firm delivering a scalable social media platform for customer care. Dave has been involved with social media programs for clients including Intel, Dell, Pepsi, the Dallas/Fort Worth and Bangalore International Airports, and others. He serves on the advisory boards for social technology startups including Friend2Friend and Netbase. He is also a ClickZ columnist and frequent keynote presenter, and has served on the advisory board for ad:tech and the Measurement and Metrics Council for the Word of Mouth Marketing Association.
See More